Australia - Free-to-Air TV - Market Overview and Statistics

Synopsis

Changing market conditions and the further introduction and consumer use of technologies such as 3DTV, IPTV, smartphones, media consoles together with the rollout of the NBN are set to impact the broadcasting industry over the coming years. These changing market conditions are expected to impact both the FTA and PAY TV industries, as consumer viewing patterns shift and competition for viewers and advertising becomes strong.

Over the next five to ten years, digital technologies will spread across most segments of the entertainment and media industries as digital migrations continue to expand. In early 2011 in an effort to retain and attract viewers all networks except the Nine network have apps for the iPhone/iPad or smartphones allowing viewers differing access methods to their TV programs and content.

In 2010/11 Free TV in Australia continued to launch more channels with the channels attempting to target niche market groups. While the free-to-air networks are expected to see intense competition for viewers and advertising continue through 2011 and beyond, which will impact on their cost margins as they are forced to put even more money into programs, cross promotion and marketing.

This report provides an overview on the FTA market in Australia including key market statistics for TV viewing patterns, market shares and forecasts, as well as an overview of trends.

Table of Contents

• 1. Synopsis
• 2. Market update
  • 2.1 Overview
  • 2.2 Anti-Siphoning update – 2011
  • 2.3 Public broadcasters
  • 2.4 Private broadcasters
    • 2.4.1 Overview
    • 2.4.2 Seven West Media
    • 2.4.3 Catch-up TV
• 3. Trends and analysis
  • 3.1 FTA industry faces increasing challenges
  • 3.2 Broadcasters utilising Internet delivered media
  • 3.3 Social networking adds to TV viewing patterns
• 4. Market statistics and revenue
  • 4.1 Background information
  • 4.2 TV viewing statistics
    • 4.2.1 Current
    • 4.2.2 2009
  • 4.3 Advertising market statistics
    • 4.3.1 Current
    • 4.3.2 2009
  • 4.4 Advertising predictions to 2014
• 5. Drama spending and production
  • 5.1 Advertising production
  • 5.2 Drama and content
• 6. Related reports

• Table 1 – Television set penetration by number of sets – 2008; 2010
• Table 2 – FTA audience viewing by network and annual change – 2009 - 2010
• Table 3 – Pay TV viewing versus FTA channel viewing – 2009 - 2010
• Table 4 – Advertising revenue share for commercial networks – 2009 - 2010
• Table 5 – Percentage shares of capital city TV ad market – 1998 - 2010
• Table 6 – Advertising spending by media sector – June 2009
• Table 7 – Australian advertising spend in Pay TV and FTA sectors – 2010; 2014
• Table 8 – Australian advertising spend by industry – 2010; 2014
• Table 9 – Australian advertising production – 2007 - 2009
• Table 10 – Australian content between 0600-2400 – 2007 - 2009

• Chart 1 - Percentage shares of capital city TV ad market - 1998-2010
• Chart 2 - Advertising spending by media sector - June 2009
• Chart 3 - Australian advertising spend by industry - 2010; 2014
• Chart 4 - Australian advertising production - 2007-2009
• Chart 5 - Australian content between 0600-2400 - 2007-2009